The Importance of Attractive Packaging
As a marketing professional, it’s hard for me to grasp why a top retailer, or any company shipping out product, would send their customer’s order in an unattractive, hard to open, and sometimes even unprotective package.
The Cost of Poor Packaging
It not only makes the retailer look sloppy and careless, but may cost them extra money in returns for damaged product, let alone cost them a lost marketing opportunity! The package you send your product in is PRIME MARKETING REAL ESTATE people!! Take full advantage!
Making a Memorable First Impression
The package you choose to ship your product in is the very first thing your customers will see, so make it memorable (and not in a bad way). When a customer receives a package, their initial reaction is influenced by the appearance and condition of the packaging. A well-designed, attractive package can create a sense of excitement and anticipation, enhancing the overall customer experience. On the other hand, a poorly packaged product can lead to disappointment and frustration, even before the customer sees the actual product.
Consider the impact of receiving a package that is difficult to open or appears damaged. This not only reflects poorly on the retailer but also diminishes the perceived value of the product inside. Customers may question the quality and care that went into the product itself if the packaging is subpar. In contrast, a thoughtfully designed package that is easy to open and visually appealing can reinforce the quality and professionalism of your brand.
Moreover, attractive packaging serves as a powerful marketing tool. It provides an opportunity to showcase your brand’s identity and values. Incorporating your logo, brand colors, and unique design elements can make your package stand out and be instantly recognizable. This not only helps in building brand recognition but also encourages repeat purchases as customers associate positive experiences with your brand.
Real-Life Examples of Packaging
Here are two packages I’ve received in the past few weeks. One company actually sent the product I ordered in a paper letter envelope wrapped in packaging tape! I, of course, was appalled, not only as a consumer but as a marketing professional. The second company sent my product in a fun, fully branded mailer.
Which One Would You Remember?
The difference in these two experiences is stark. The first package left me questioning the company’s professionalism and commitment to quality. The second package, however, left a lasting positive impression, making me more likely to remember and recommend the brand. This highlights the importance of investing in quality packaging that not only protects your product but also enhances your brand image.
